Attitudes Toward Online Shopping By Generation, December 2013 [TABLE]

For some US boomers, research continues in-store—and, at times, diverts purchases to online venues. In Harris Interactive polling in November 2013, 44% of boomers said they showroomed. Looking at the matter from a slightly different angle, yearlong Experian Marketing Services research (concluded in December 2013) found nearly three in 10 boomers would seek a better deal online if they saw something they wanted while in-store.

In-store or otherwise, many boomers go beyond research to transact purchases online. However, comparatively few see their online purchases crowding out in-store purchasing. In January 2014 polling by Deloitte, 18% of 60- to 70-year-olds vs. 45% of 21- to 29-year-olds agreed that “Online purchases are displacing purchases I used to make at my preferred brick-and-mortar retailer for stock-up purchases.” Read the rest at eMarketer.